Driving Dogs. Proof that a great idea and storytelling is still key to make something outstanding memorable. One of the most successful campaigns I have been involved with.
The motorised mutts undergoing training have attracted more than 700,000 hits quickly on the video-sharing website YouTube and featured on news bulletins worldwide.
US talk show host David Letterman introduced a segment on the dogs last week saying "I love this more than life itself", going on to list 10 signs your dog is a bad driver, including "insists on driving with head out the window".
Stoppress NZ wrote:
Driving Dogs, which was awarded the Grand Prix in the Direct/PR/Experiential category and six other golds, was a crazy idea that was brilliantly executed and, judging by its performance in other international awards shows, almost everyone is in agreement about that.
It took the cake as the most shared video on BBC three days running, with 225,000 shares to Facebook and 7,900 to Twitter, and ranks as the biggest news event on Campbell Live in its seven-and-a-half year history. In the US the canine racers featured on The Letterman Show, Huffington Post, USA Today, Mashable.com, ABC News, FastCo, in the UK it appeared in The Daily Telegraph, The Sun, The Daily Mail, The Guardian (where it kicked Kate Middleton out of number one most viewed and talked about video of the week) and the BBC, and over in Oz it made it onto Sunrise, The Age, and NineMSN.
With 15,200,470 views today, Driving dogs ended up as NZ's most watched video on Youtube.
One of the best jobs I have ever been involved with.
Agency: FCB Auckland